156 test bank for marketing 2nd edition by grewal đề trắc nghiệm marketing

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156 Test Bank for Marketing 2nd Edition by Grewal

True - False Questions

During the past decade or so, marketers have begun to realize that they need to think about their customer orientation in terms of transactions rather than relationships

Thoughts, opinions, philosophies and intellectual concepts fit the

concepts of neither goods nor services, and they cannot really be

Value is what you get for what you give

Marketers in a number of major food manufacturers have acted to restrict advertising to children in response to public concerns about obesity in children and the impact of advertising fast food

1 True

2 False

In co-creation, the customer is involved as a collaborator in the creation of

a product or service, which provides additional value to the customer

1 True

2 False

Marketers would prefer to sell their products and services to everyone but

it is not practical to do so

1 True

2 False

Multiple Choice Questions - Page 1

UPS requires their delivery people to wear uniforms and washes their trucks nightly so they are always clean Part of the reason this service company created these policies is because they recognize:

1 A consumers want friendly delivery people.

2 B their competitors did not do this.

3 C consumers' image of the benefits they receive are tied to their image of the producer.

4 D the goods UPS sells are easily replicated.

5 E all of the above

The marketing goal of getting the "right quantities to the right locations, at the right time" is:

1 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E price and performance management.

Brian is struggling with the choice of publishing his new book, "How to cook Polish Barbeque" as an e-book or a paperback Brian is addressing which core marketing aspect?

1 A satisfying customer needs and wants.

2 B exchange function of marketing.

3 C making product decisions.

4 D decisions regarding in which setting marketing takes place.

5 E making pricing decisions.

Whenever Jami calls on his building contractor customers he asks if they are having any problems In doing so, Jami is addressing which of the following core aspects of marketing?

1 A satisfying customer needs and wants.

2 B exchange function of marketing.

3 C product, place, promotion, and price decisions.

4 D decisions regarding in which setting marketing takes place.

5 E creating value objective of marketing.

Local television advertising often includes ads for automobiles

dealerships using actors trying to create a sense of excitement and urgency among consumers These ads are attempting to achieve the promotional goal of _ potential buyers

1 A informing

2 B persuading

3 C reminding

4 D all of the above

5 E none of the above

In most supermarkets there are numerous almost identical products, some with brand names and others with store or generic labels In terms

of creating product value, the basic difference between branded and generic products is:

1 A brand image.

2 B intrinsic ingredients.

3 C price.

4 D all of the above.

5 E none of the above.

When referring to "exchange," marketers are focusing on:

1 A location where products and services are traded.

2 B price charged adjusted for currency exchange rates.

3 C creating value.

4 D promotional offers designed to stimulate barter.

5 E the trading of things of value.

The importance of supply chain management is often overlooked

because:

1 A it is considered boring.

2 B pricing strategy is more fun.

3 C companies do not want organization members to understand the problems involved.

4 D many of the activities take place behind the scenes.

5 E all of the above.

Whenever Valerie has a new massage therapy customer, she asks the person if they want to be on her e-mail distribution list In the process, in addition to exchanging her massage therapy service for payment, Valerie

5 E all of the above

Of primary interest to marketers are _ buyers

1 A the intellectual capability to comprehend his promotional message.

2 B the ability to buy them.

3 C knowledge of competing offers.

4 D the ability to negotiate discounts.

5 E are removed from traditional market exchange alternatives.

is communication by a marketer that informs, persuades, and reminds potential customers

Which of the following questions must be addressed when making

marketing decisions?

1 A How is the product to be designed?

2 B How much should the product cost?

3 C Where should the product be promoted?

4 D How will the product be delivered to the customer?

5 E All of the above

Marketers involved in supply chain management are constantly balancing the:

1 A goal of promotional effectiveness against ethical advertising standards.

2 B problem of price maximization against cost efficiency.

3 C goal of minimizing costs against satisfying the service levels customers expect.

4 D desire to achieve against the need for a stabile source of supply.

5 E goal of efficiency against the goal of profit minimization.

Which of the following is a core aspect of marketing?

1 A satisfying the firm's wants and needs.

2 B creating universal coverage

3 C instilling self-sufficiency

4 D making product, place, promotion, and price decisions

5 E all of the above

The basic difference between a good and a service is a good:

1 A provides intangible benefits.

2 B can be physically touched.

3 C always less expensive than a corresponding service.

4 D generates greater interest among consumers.

5 E depreciates more rapidly in the minds of consumers.

Which of the following activities does NOT involve marketing?

1 A purchasing gasoline

2 B attending marketing class

3 C downloading music

4 D deciding how many hours to sleep

5 E all of the above

Marketers must determine the price of a product carefully on the basis of the potential buyer's belief about:

1 A expanding from offering just service to also offering goods.

2 B implementing a market segmentation strategy.

3 C capturing value through multiple pricing strategies.

4 D expanding from offering just goods to also offering services.

5 E increasing customer value through inflated appraisal evaluations.

Julia is considering a career in marketing She is concerned about the image of marketers as fast-talking, high-pressure people When reading about the core aspects of marketing, Julia is relieved to see that in

marketing,

1 A all parties to an exchange should be satisfied.

2 B promotion is foremost, followed by pricing decisions.

3 C decisions are made regarding how a product is designed.

4 D customers are not needed until the product is ready for sale.

5 E distribution is controlled by customers.

Delivering the value proposition is also known as:

1 A endless chain marketing.

2 B situational distribution efficiency.

3 C wholesaling.

4 D marketing myopia.

5 E supply chain management.

Supply chain management involves integrating the efforts of:

1 A suppliers.

2 B manufacturers.

3 C warehouses.

4 D stores.

5 E All of the above.

The four Ps comprise the marketing mix, which is the set

of activities that the firm uses to respond to the wants of its target

markets

1 A reversible

1 A informing

2 B persuading

3 C reminding

4 D all of the above

5 E none of the above

Smart marketers recognize that when exchanges take place with their customers, whether in person or electronically, it is an opportunity to:

1 A demonstrate the limitations of competitors' offerings.

2 B gather information.

3 C offer discounts.

4 D investigate alternative distribution system stimuli.

5 E design new product offerings for other market segments.

Some discount stores put products in large bins and let consumers hunt and find bargains Part of the price these consumers pay is:

1 A cost of providing the bins.

2 B the value of their time and energy.

3 C excitement they experience in finding an item they desire.

4 D the savings to the store of not having to display the products neatly on shelves.

5 E all of the above

When considering career choices in marketing, many students overlook supply chain management because:

1 A it is considered too quantitative.

2 B promotion strategy is more fun.

3 C companies do not want organization members to understand the problems involved.

4 D it only takes place in large, urban areas.

5 E many of the activities take place behind the scenes.

UPS, FedEx, and DHL all support other companies' _ marketing goal

1 A supply chain management

2 B pricing

3 C product value

4 D promotional effectiveness

5 E none of the above

The owner of The House Doctor, a home repair business, often helped potential customers evaluate alternative ways to fix problems Since he got paid for materials and labor when doing repairs, the House Doctor:

1 A was only offering a product.

2 B was offering only a service.

3 C provided both a service and a product.

4 D was primarily a marketer of ideas.

5 E focused on supply chain management.

Henriette offers financial counseling and management on a fee-only basis She has found that different customers are willing to pay different rates for her service Henriette recognizes that her pricing decisions primarily depend on:

1 A regulations determining the fees financial advisors can charge.

2 B changes in technology allowing consumers to manage their own affairs.

3 C how much customers are willing to pay and are satisfied with their purchase.

4 D changes in the economy creating recessions or periods of expansion.

5 E how much effort she has to expend in assisting her clients.

Fiona has developed a new software application that automatically

reconfigures accounting information based on the standards used in each country Her product is superior to anything that exists on the market Which of the following questions will she have to address when making marketing decisions?

1 A How the software will be promoted?

2 B What price to charge?

3 C What distribution channels to use?

4 D Where to introduce the software?

5 E All of the above

Marketing efforts designed to get the product or service to the right

customer, when that customer wants it, are called:

1 A supply chain management.

2 B situational distribution efficiency.

3 C wholesaling.

4 D marketing myopia.

5 E endless chain marketing.

Marketing includes offering:

1 A products

2 B services

3 C ideas

4 D combinations of products, services, and ideas

5 E none of the above.

Ellen's firm has been installing home entertainment systems for ten years.

In a new approach, she has started selling a line of imported speakers that offer superior value to her customers when they upgrade their systems Ellen should focus her marketing efforts on:

1 A the service she provides to customers.

2 B the new merchandise.

3 C a combination of the services and the merchandise.

4 D the speakers until they become profitable than return her focus to the core of her business – the installation.

5 E None of the above She should focus on improving the installation.

The fundamental goal of marketers when creating goods, services, or combinations of both, is to:

1 A differentiate themselves from the competition.

2 B overwhelm consumers.

3 C provide what is needed as defined by government regulations.

4 D stimulate short-term sales.

5 E create value.

Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule She is trying to determine how to offer what the students need at the times students need them Yesenia is

struggling with the marketing function of:

1 A communicating the value proposition.

2 B supply chain management.

4 D all of the above

5 E none of the above

The price of a product is:

1 A expressed in money terms.

2 B includes the time involved in the purchase decision.

3 C includes the effort and energy involved.

4 D is everything the buyer gives up.

5 E all of the above

113 Free Test Bank for Marketing 2nd Edition by

Grewal Multiple Choice Questions - Page 2

When preparing for and engaging in a job interview, potential employees engage in marketing most closely associated with _ marketing

1 A consumer to business

2 B business to business

3 C consumer to consumer

4 D business to consumer

5 E all of the above

One of the benefits of value driven marketing is attention to customer needs and wants will likely result in:

1 A recessions

2 B increased competition

3 C long-term loyalties.

4 D stronger relational dialogues among competing firms in the marketplace.

5 E all of the above

Some customers will seek to get a lot of merchandise for a small amount

of money In marketing, this is known as:

1 A the marketing paradox.

2 B the outer limits of pricing

3 C customers seeking value.

3 C industry.

4 D organization.

5 E all of the above.

In 2006, the film Supersize Me provided a critical view of McDonalds

Company and their products The company was caught off guard and had

to quickly develop a response In terms of value-based marketing,

McDonalds faced the potential problem of:

1 A consumer perceptions change quickly.

2 B competitors constantly enter markets.

3 C global pressures continually reshape market opportunities.

4 D marketers understanding of consumers is complete.

5 E all of the above

Trey sells consumer electronics He knows his customers weigh the costs versus the benefits associated with the different options available He decides which products to offer and what prices to charge based on the way his customers think Trey operates in the _ marketing era

1 A production

2 B sales

3 C marketing

4 D value-based marketing

5 E all of the above

Janine has a new clothing design she would like to market She knows creating and delivering value to consumers is difficult and has seen

designers' successful products have been quickly replicated For Janine, the major problem she faces in creating and delivering value is most likely

to be:

1 A consumer perceptions change quickly.

2 B competitors constantly enter markets.

3 C global pressures continually reshape market opportunities.

4 D marketers' understanding of consumers is complete.

5 E all of the above

Joseph is about to graduate near the top of his class and has been

looking at some forward-thinking firms He had expected the job market to

be tight, but found that some firms were using employment marketing to attract the candidates they want and need He noticed these firms used all

of the following approaches EXCEPT:

1 A using marketing research to understand what future employees want from a position.

2 B using advertising agencies to focus creatively on the targeted job seekers.

3 C developing of an employee brand image.

4 D focusing on the GPA and courses students took in marketing and human resources management.

5 E working to ensure the employment experiences match the candidates'

expectations.

To become a more value driven organization, Pokrah University is holding coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires Pokrah University is becoming more value driven through:

1 A sharing information across their organization.

2 B balancing their customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E none of the above.

Value-based marketing depends on:

1 A knowing what the customer perceives as the key benefits of a product or service.

2 B balancing customer benefits with reasonable costs.

3 C knowing what benefits customers would do without to keep prices down.

4 D looking at quality from the customer's perspective.

5 E All of the above.

As owner of a retail franchise food store, Mary Gray coordinates her purchasing with specials advertised nationally throughout the franchise system One Monday she was surprised to find customers asking for specials that she did not know about in advance The franchise company failed the value driven principle of:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E none of the above.

By promoting perfume based on youth, style, and sex appeal, Calvin Klein

is attempting to:

1 A influence social norms regarding sexuality.

2 B increase price resistance.

3 C stimulate supply chain management cooperation.

4 D increase the perceived value of their products.

5 E none of the above.

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts Retailers function as:

Effective promotion enhances a product or service's:

1 A supply chain management system.

2 B wholesaling capabilities.

3 C perceived value.

4 D cost.

5 E all of the above

Adding Value 1.1: My M&Ms discusses a market approach similar to that used by companies like Nike that allows customers to custom-design the products Marketers offering services also bring customers into the design process to create custom approaches This is known as:

1 A vanity product development

As use of the Internet took off, car manufacturers were tempted to sell directly to consumers but decided to maintain their existing dealer

networks The car manufacturers considered switching from

Many universities provide physical or electronic bulletin boards to

facilitate ride-sharing and exchange of used books among students These bulletin boards increase _ marketing

To become a better value driven organization, the manager of BestBulk clothing store directed her staff to share information about:

1 A customers

2 B competitors

3 C complaints

4 D inventories

5 E all of the above

Melanie works for a small computer software company Her boss is

constantly improving their products but neglecting customers, billing, and promoting the company Her boss is probably stuck in the _ era of marketing

1 A production

2 B sales

3 C marketing

4 D value-based marketing

5 E all of the above

Value-driven marketers are constantly measuring the _ that customers perceive against the cost of their offering

In the past, manufacturer's representatives did not have up-to-minute data about the products they were selling Today, manufacturer's

representatives are often provided Intranet access to inventory data for the companies they represent Intranet systems allow companies to

become more value driven through:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with government regulators of marketing institutions.

5 E none of the above.

In delivering value, marketing firms attempt to find the most desirable balance between:

1 A the need for value and the perception of value.

2 B explicit versus implicit value.

3 C providing benefits to customers and keeping costs down.

4 D the desire to satisfy customers and the need to keep customers from running the company.

5 E the need for product improvement and the need for advertising.

The idea that a good product will sell itself is associated with the